Press Kit
True Heritage Brew Press Kit 2012
True Heritage Brew (THB)
A passion to innovation and heritage
During his school days, the man behind True
Heritage Brew Singapore Pte Ltd (THB), Mr
Chow Hoo Siong, used the ubiquitous national
cocktail of Singapore, Singapore Sling®, as a
conversation starter at social gatherings with his
friends from overseas, so much so that he began
to develop a keen interest in the famous cocktail.
As a cocktails aficionado, he tried every recipe and
quickly discovered that there are many
inconsistencies that were emerging in the taste,
texture, quality and presentation of the Singapore
Sling® cocktail. There were also difficulties in
retaining experienced bartenders who could serve
the authentic drink.
His entrepreneurial spirit and love of a challenge led him to conduct further
research on the Singapore Sling® recipe. Together with his devotion to the original
recipe and his refined palate, highly sensitive to subtle nuances, he stumbled
upon the perfect solution—creating a special pre-mix that is able to capture the
signature taste consistently and perfectly in every single cocktail of Singapore
Sling®.
After two decades of meticulous research and extensive experimentation, in 1985,
he finally perfected the Singapore Sling®. In 2004, Mr Chow Hoo Siong founded
True Heritage Brew Singapore Pte Ltd with the vision of bringing Singapore Sling®
to the world. In 2005, True Heritage Brew launched its first product, True Heritage
Brew Singapore Sling® Original Mix to great success.
With its impeccable taste and high quality, THB Singapore Sling® Original Mix
quickly gain a following—from national carrier, Singapore Airlines to leading luxury
hotels. THB Singapore Sling® Original Mix became a favorite for food and
beverage outlets to create the perfect and original Singapore Sling® easily, quickly
and consistently. As a result, it became a hot favorite on the cocktail menu.
In the quest of fulfilling his vision of bringing Singapore Sling® to a global
audience, Mr Chow obtained support from government agencies such as SPRING
and International Enterprise (IE) Singapore, to export Singapore Sling® as the
quintessential Singapore National Cocktail to the world. Today, True Heritage
Brew is synonymous to the brand Singapore Sling® all over the world.
The synergetic combination of a pioneering spirit and innovation to perfect the
original Singapore Sling® together with a healthy respect of tradition and heritage
has been fundamental to True Heritage Brew’s success today. And it will lead
True Heritage Brew to the next level of success.
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True Heritage Brew Press Kit 2012
THB Singapore Sling®
From a challenge to an international icon
In the early 1900s, Singapore was a British
colonial entrepôt bustling with trade activities;
merchants from China, Europe and all over the
world landed on this small little island. And for
respite from the sweltering heat, wealthy
traders, nobility and military personnel
patronised the many prestigious local bars and
hotels known for their sophisticated
surroundings. These travelers were also
captivated by the alluring femininity and exotic
sensuality of the local ladies, and would buy
them a drink for their company to linger a little
while more.
The story began when a Colonel from the
British Army challenged a Hainanese
bartender, Mr Ngiam Tong Boon, working at the Raffles Hotel, to create a
cocktail which is befitting for the tropics to while away the sultry afternoons,
and an enticing yet sufficiently potent drink—in the hope of becoming the
consummate ladies’ drink.
After many tries, Mr Ngiam finally came up with a sweet, sparkling scarlet
concoction which masked the potent content well—its enticing fruity notes of
disguised the potency of the alcohol. The powerful mix of pineapple juice,
Grenadine Syrup, Cherry Brandy Angostura Bitters, Dom and Cointreau gives
rise to a subtle yet seducing drink.
After its initial introduction, it quickly gained a faithful following. And its
popularity was not limited to just the ladies. Everybody was asking for it. And
before long, it became known as the ‘Colonel’s drink’. In Hainanese dialect,
the word “Colonel” is known as “司令” (si ling) and its abbreviated
pronunciation became ‘Sling’. And the Singapore Sling® was born. And as
they say, the rest is history.
Fast forward to today, Singapore Sling’s fame is undisputed. Foreigners and
tourists, writers and artists, even international celebrities including Tom Cruise
and Chow Yuen Fatt, saw the signature cocktail as deserving of mention in
their movies, Cocktail, and Pirates of the Caribbean respectively.
Ranked as one of the world’s Top 10 cocktails, the Singapore Sling® has
established itself as a high-end contemporary blend of flavorsome character,
balance and elegance. With more than a century of history, the Singapore
Sling® has evolved from an innovative drink to an established national brand
that is making inroads into the international marketplace with True Heritage
Brew leading the way.
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True Heritage Brew Press Kit 2012
THB Singapore Sling® Original Mix
The ready mix to create the perfect Singapore Sling
®
First used in Raffles Hotel in 1980s up to
2005 and now served on board Singapore
Airlines and in a number of luxury hotels,
True Heritage Brew Singapore Sling®
Original Mix provides cocktail aficionados
and bartenders with a ready-mix solution to
create the perfect Singapore Sling®.
THB Singapore Sling® Original Mix is the
result of 20 years of research and
development, possessing the qualities to
create that signature alluring taste and
seducing scarlet color. By simply adding
pineapple juice and other juices, anybody
can create the perfect Singapore Sling®
consistently, conveniently and quickly.
Coming in bottles of starter packs of 2 bottles of 40ml and the value for money
700ml bottle, THB Singapore Sling® Original Mix is suitable for both the
consumer market as well as the Food & Beverages industry. Its convenient
packaging and simplicity of use—just add juice before serving—allows for
easy stock control and staff training, making it a saver and winner for your
restaurant, bar or establishment.
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True Heritage Brew Press Kit 2012
THB Singapore Sling® Ready-to-Drink (RTD)
The ultimate cocktail drink in an instant!
As a pre-mix solution, True Heritage Brew
Singapore Sling® Original Mix still requires an
additional step to complete the drink—the
adding of fresh pineapple juice or other juices.
In the same innovative streak, True Heritage
Brew decided to embark on a mission to create
a drink, which is ready-to-serve without that
additional step.
True Heritage Brew embarked on an extensive
research project with Singapore Polytechnic
and the Food Innovation and Resource Center
(FRIC) to create a ready-to-drink version of the
Singapore Sling®. Many months of research
and development with countless consumer
tests and revisions culminated in the THB
Singapore Sling® Ready-to-Drink (RTD)
Original.
Just chill and shake, then pull off the cap with a
pop, and you are ready to enjoy the iconic
Singapore Sling® with its signature taste and
sophisticated finish! Contained within a
contemporary design and an exquisite bottle made in France, THB Singapore
Sling® Ready-to-Drink (RTD) Original appeals to the internet generation.
Complementing the Original flavour, THB Singapore Sling® Ready-to-Drink
(RTD) Pomegranate provides the consumer choice between a red alluring
seduction and a global, well-heeled sophistication.
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True Heritage Brew Press Kit 2012
THB Singapore Sling® Merlion Chocolates
The definitive gift of Singapore
The iconic Singapore Merlion is exquisitely crafted in fine details with heavenly
and luscious chocolate enclosing a rich and creamy centres of various tropical
flavours of Singapore Sling®. Epicureans can now enjoy the rich taste of
premium chocolate intertwined with the subtle and alluring taste of Singapore
Sling—a divine experience to die for. THB Singapore Sling® Merlion
Chocolates come in a box of six, enclosed in a specially-designed gift pack.
Sublime Singapore Sling® together with the iconic Singapore Merlion is
positively the definitive gift to represent Singapore!
THB Singapore Sling® Sling on Bites
The definitive gift of Singapore
Chocolate connoisseurs can now enjoy THB
Singapore Sling® Sling on Bites with their
cocktails. THB Singapore Sling® Sling on Bites are
elegantly crafted with THB Singapore Sling®
Original Mix embedded in premium dark chocolate.
Experience the tingling rush as the luxurious
chocolate melts in your mouth, releasing the
luscious concoction—a sensation that will satisfy
the most Epicurean of cravings. THB Singapore
Sling® Sling on Bites is the perfect gift for
distinguished palates.
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True Heritage Brew Press Kit 2012
THB Singapore Sling® Boutique
®
Step back into colonial Singapore with the Singapore Sling in hand
Situated in the heart of the city, THB
Singapore Sling® Boutique opened its doors
in 2006 in Clarke Quay, capturing the spirit of
exuberance that epitomises the global traveller.
Overlooking the historical Singapore River, the
focal point for many merchants and traders in
the past, THB Singapore Sling® Boutique’s
cultural architecture and colonial charm ties in
perfectly with the origins of the Singapore
Sling®, reflecting the timeless appeal of this
icon.
One can enjoy a laid-back weekday or an exciting weekend within our
compounds as they luxuriate in the intimate ambience of the bar while
indulging their senses with our distinctive Singapore Sling® cocktail.
The boutique is open from 11am to 12 midnight from Sunday to Monday, and
from 3pm to 12 midnight on Thursday, Friday, Saturday and the eve of Public
Holidays.
THB Singapore Sling® Boutique is also open for corporate events, private
events, weddings and meetings.
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True Heritage Brew Press Kit 2012
THB Singapore Sling® Services
THB Singapore Sling® Training
Learn how to mix the perfect cocktails
Our capable and experienced team of bartenders and
mixologists are able to provide your staff the necessary
training to create the perfect Singapore Sling® and other
cocktails. We can also create and mix original cocktails
based on your restaurant or bar’s theme.
THB Singapore Sling® Event Cocktail
Fly the Singapore Flag high with Singapore Sling
There is no better way to fly high the national flag of
Singapore than to top off your event by offering
your distinguished guests the ultimate iconic
Singapore Sling®. With True Heritage Brew, you
can be assured of the most perfect and seductively
sublime Singapore Sling® as we ensure our
Singapore Sling® is 100% Original and Freshly
Shaken. With setup, installation and delivery fully
taken care of, you can simply spend quality time
with your guests!
THB Singapore Sling® Events
Innovative ideas based on heritage themes
With an established network of partners, True Heritage Brew is able to craft
the most memorable event in Singapore and overseas. Hosted in our own
premises at the iconic Clarke Quay or at any other place at your request, each
detail of your event will be well-taken care of. With our innovation and heritage
focus, your event is bound to surprise all of your guests and clients and create
lasting memories that endure for a lifetime!
THB Singapore Sling® Participation
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Food & Hotel Asia 2008 In Singapore
SIAL Paris
Food & Hotel Shanghai
Foodplex Japan
Singapore F1 Night Race
Manhunt Singapore
Foodex Japan
Beer Fest Asia
Singapore Women Awards 2009
Singapore Air Show
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